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宁洋
案例简介:活动描述 为了让家庭体验模块化,我们制作了第一部模块化短片,灵感来自新的雷诺风景区。这部电影分为不同的部分。因此,只要改变相同电影场景的顺序,用户就可以用不同的情节创建许多故事。根据人们做出的积极选择,宁约可能会成为一部浪漫、戏剧、惊悚片、黑色或恐怖电影。 结果 在社交网络上超过 500万的浏览量 25.000 推特互动 + 仅在两周内就有 2k 推特粉丝在推特大奖的 3 个决赛选手中 20161300 汽车预购这部电影在威尼斯第 73 版上映电影节。月入选第十版意大利电影节在洛杉矶。因短片的创新而获得意大利最重要的电影摄影奖之一: 纳斯特罗 · d 'argento。 执行 人们有机会在各种媒体上尝试创作不同的宁约故事。由于 ad hoc 平台,在线和移动。在推特上,感谢对话广告,在那里你可以用推特重组短片部分。在威尼斯电影节 73 ° 版的项目揭幕期间,安装了一系列数字图腾,参与者可以与他们互动,创建自己的电影版本。在罗马的一个主要地铁站里,设立了一个临时电影院,在那里你可以看到这部电影的所有版本。在电影院之外,人们可以使用数字图腾积极尝试观看体验。 战略 汽车行业的广告主要集中在解释汽车的每一个新技术特征上,但人们似乎不再对它们感兴趣。这就是为什么为了更加相关,我们决定使用一种接近家庭日常生活的语言,能够吸引他们的注意力: 电影摄影。 概要 第一辆车是一辆彻底改变了多用途汽车概念的汽车。新的雷诺汽车在模块化方面同样具有革命性,因为它是第一款可以转换成跨界车和城市车的家庭汽车。完美的家庭目标,多年来已经完全改变。它现在由年轻的父母组成,他们希望自己的家庭生活与令人满意的私人和夫妻生活共存。但是,如何让人们体验模块化这样的技术优势,而不仅仅是向他们解释?
宁洋
案例简介:CampaignDescription To let families experience modularity, we produced the first modular short movie inspired by the new Renault Scenic. The film was divided into different sections. So by just changing the order of the same movie scenes, users could create many stories with different plots. Depending on the active choices people made, Ningyo could become a romance, a drama, a thriller, a noir or a horror film. Outcome Over 5 million views on social networks 25.000 Twitter interactions+2K Twitter followers in only two weeksAmong the 3 finalists in Twitter Awards 20161300 car pre-orders The film was presented at the 73rd edition of the Venice Film Festival. Selected for the 12th edition of the Italian Film Festival in Los Angeles. Won one of the most important cinematographic Italian award: Nastro D’Argento for innovation in a short movie. Execution People had the chance to experiment creating different stories of Ningyo on various media. Online and on mobile thanks to the ad hoc platform. On Twitter thanks to Conversation Ad, where you could reassemble the short film sections with a tweet. During the unveiling of the project at the 73° edition of the Venice Film Festival a series of digital totems were installed, that participants could interact with them to create their own versions of the film. In one of Rome’s main subway stations a temporary cinema was set up where you could see all versions of the film. Outside of the cinema people could use digital totems to actively experiment with the viewing experience. Strategy Advertising in the automotive industry is mainly focused on explaining every new technical feature of the car but people don’t seem to be interested in them anymore. That’s why to be more relevant we decided to use a language close to families’ everyday life, able to capture their attention: cinematography. Synopsis The first Scénic was a car that revolutionized the concept of multi-purpose vehicles. The New Renault Scénic is equally revolutionary in terms of modularity, because it’s the first family car that can transform into a crossover and an urban vehicle. Perfect for a family target that has completely changed throughout the years. It’s now made up of young parents that want their family life to coexist with a satisfying private and couple life. But how to let people experience such a technical benefit as modularity instead of just explaining it to them?
Ningyo
案例简介:活动描述 为了让家庭体验模块化,我们制作了第一部模块化短片,灵感来自新的雷诺风景区。这部电影分为不同的部分。因此,只要改变相同电影场景的顺序,用户就可以用不同的情节创建许多故事。根据人们做出的积极选择,宁约可能会成为一部浪漫、戏剧、惊悚片、黑色或恐怖电影。 结果 在社交网络上超过 500万的浏览量 25.000 推特互动 + 仅在两周内就有 2k 推特粉丝在推特大奖的 3 个决赛选手中 20161300 汽车预购这部电影在威尼斯第 73 版上映电影节。月入选第十版意大利电影节在洛杉矶。因短片的创新而获得意大利最重要的电影摄影奖之一: 纳斯特罗 · d 'argento。 执行 人们有机会在各种媒体上尝试创作不同的宁约故事。由于 ad hoc 平台,在线和移动。在推特上,感谢对话广告,在那里你可以用推特重组短片部分。在威尼斯电影节 73 ° 版的项目揭幕期间,安装了一系列数字图腾,参与者可以与他们互动,创建自己的电影版本。在罗马的一个主要地铁站里,设立了一个临时电影院,在那里你可以看到这部电影的所有版本。在电影院之外,人们可以使用数字图腾积极尝试观看体验。 战略 汽车行业的广告主要集中在解释汽车的每一个新技术特征上,但人们似乎不再对它们感兴趣。这就是为什么为了更加相关,我们决定使用一种接近家庭日常生活的语言,能够吸引他们的注意力: 电影摄影。 概要 第一辆车是一辆彻底改变了多用途汽车概念的汽车。新的雷诺汽车在模块化方面同样具有革命性,因为它是第一款可以转换成跨界车和城市车的家庭汽车。完美的家庭目标,多年来已经完全改变。它现在由年轻的父母组成,他们希望自己的家庭生活与令人满意的私人和夫妻生活共存。但是,如何让人们体验模块化这样的技术优势,而不仅仅是向他们解释?
Ningyo
案例简介:CampaignDescription To let families experience modularity, we produced the first modular short movie inspired by the new Renault Scenic. The film was divided into different sections. So by just changing the order of the same movie scenes, users could create many stories with different plots. Depending on the active choices people made, Ningyo could become a romance, a drama, a thriller, a noir or a horror film. Outcome Over 5 million views on social networks 25.000 Twitter interactions+2K Twitter followers in only two weeksAmong the 3 finalists in Twitter Awards 20161300 car pre-orders The film was presented at the 73rd edition of the Venice Film Festival. Selected for the 12th edition of the Italian Film Festival in Los Angeles. Won one of the most important cinematographic Italian award: Nastro D’Argento for innovation in a short movie. Execution People had the chance to experiment creating different stories of Ningyo on various media. Online and on mobile thanks to the ad hoc platform. On Twitter thanks to Conversation Ad, where you could reassemble the short film sections with a tweet. During the unveiling of the project at the 73° edition of the Venice Film Festival a series of digital totems were installed, that participants could interact with them to create their own versions of the film. In one of Rome’s main subway stations a temporary cinema was set up where you could see all versions of the film. Outside of the cinema people could use digital totems to actively experiment with the viewing experience. Strategy Advertising in the automotive industry is mainly focused on explaining every new technical feature of the car but people don’t seem to be interested in them anymore. That’s why to be more relevant we decided to use a language close to families’ everyday life, able to capture their attention: cinematography. Synopsis The first Scénic was a car that revolutionized the concept of multi-purpose vehicles. The New Renault Scénic is equally revolutionary in terms of modularity, because it’s the first family car that can transform into a crossover and an urban vehicle. Perfect for a family target that has completely changed throughout the years. It’s now made up of young parents that want their family life to coexist with a satisfying private and couple life. But how to let people experience such a technical benefit as modularity instead of just explaining it to them?
宁洋
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Ningyo
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